Public Relations & Social Marketing Insight

The public relations industry has a big PR problem when it comes to communicating how it directly impacts the bottom-line.

Consider this: Companies that are serious about PR typically spend no less than $5,000 per month on media relations programs. This isn’t chump change.

Yet, people -- either on the agency-side or brand-side -- talk about ROI in terms of media impressions, number of placements, and message pull-through. And while quantifiable, these metrics mean absolutely nothing if they don’t meet the goals of the business. Repeat, nothing.

Let’s first break down why each one of these metrics are ineffective:...

...Despite the amount of time devoted to listening and coding sentiment, accuracy
is still an issue. Speakers from Attensity, Toluna, Lexalytics, and the American Red
Cross explained the complexities of properly coding sentiment using automated and manual methods. So whether you’re monitoring social media in-house or using a specialized vendor to track your clients’ brands, below are ten issues to pay particular attention to....